If you look back over the last 18 months to 2 years, you’ll see that, bit by bit, PPC (Pay Per Click otherwise called Paid Search) has changed dramatically. The sum of the smaller changes have aggregated to result in a night and day difference in so many areas.

Keywords and their management have historically been a central plank of managing Search Advertising campaigns for all search engines. But all the evidence suggests that this is changing, slowly but surely. It is at the point now where, if you haven’t begun to act, you may already be behind the curve.